By Bernard Kelvin CLIVE
Today, we’re looking at a theme I call Justify Your Inclusion. Perhaps you’ve heard this before in various fields, but let me share a few stories with you to highlight why you need to justify your inclusion as a personal brand and in business today.
Socks Ball at Madina
Growing up in the early ’80s and late ’90s, there were young boys in Madina, Accra, who used to play soccer with sock balls. After a while, we switched to using what we called rubber balls. We’d play among ourselves, in five-a-side games, and enjoy it. After some time, we realized there was another softer ball that was more reliable, so the young boys would contribute money to buy it, allowing everyone to enjoy the game even more.
However, when there was an area competition—maybe between Madina New Road, Old Road, or even among neighboring areas—things changed. Though you might have contributed to buying the ball, and that was the first step to being included in the game. When it came time to face opponents in a serious match, your contribution alone wasn’t enough to guarantee a spot on the final team.
That’s when justifying your inclusion became essential. Some of the young boys who helped get the ball might have found that, despite their contribution, they were excluded from the team if they weren’t playing well enough. If you weren’t practicing and playing well, you’d be taken out of the final team that was set to play against other areas.
This meant that everyone needed to improve their game to earn a place on the team, especially in competitions against other teams in the neighborhood.
We all need to push ourselves to justify our inclusion in our respective fields. Let me share another example to illustrate this.
Is Ronaldo the GOAT?
During the 2022 FIFA World Cup, there was a lot of media speculation that Cristiano Ronaldo was aging and wouldn’t be able to help Portugal qualify. Many believed younger, more athletic players would be better suited for the task.
However, Ronaldo proved everyone wrong. He performed at his peak, scoring key goals and leading Portugal to qualification. Even at his age, he continues to be at the top of his game. By constantly practicing and pushing himself to the limit, he has justified his place in the field and remains celebrated as one of the greatest of all time (GOAT).
Asamoah Gyan Soared!
This reminds me of the 2010 World Cup when Ghana’s legend Asamoah Gyan missed a critical penalty against Uruguay in the quarterfinals. He later admitted that it was his biggest regret in his career.
For many Ghanaians, it was a heartbreaking moment, and some questioned whether Gyan should still be included in the national team after such a miss. However, Gyan didn’t let that moment define him. He went on to play in bigger competitions, scored more goals, and became one of the greatest Ghanaian footballers of all time. He justified his place as a top footballer, despite the major penalty miss in his career.
These are some of the things we all need to reflect on as brands and businesses. You and I must understand that there are countless stories across various fields that we can relate to. Even in job interviews, there is a fair selection process where everyone goes through the same steps. This is where you need to justify your inclusion. Once you land the job, the need to justify your inclusion doesn’t stop. You must continue to perform at your peak to maintain your position.
In fields like security services, for instance, recruits go through rigorous training to test their stamina and strength. This is where they justify their inclusion, proving they have what it takes to qualify for acceptance into the security services. Similarly, in many fields, there comes a point where you must justify your inclusion to move forward.
Social Media – A Level Playing Field!
Now, let’s bring this closer to home. Social media has become a level playing field for everyone. Brands, individuals—anyone—can create a page, and logo, and blast their presence like a new brand. But here’s the catch: you need to justify your inclusion. Why are you there? Why should people follow you? Why should you be hired? Why should you be the preferred choice?
It’s no longer enough just to exist online; you must offer something that resonates with your audience and the market. Without this, your presence will fade, and nothing substantial will happen. You need to prove why you are the go-to person in your field, why they must follow you, and why they should engage with your business or brand.
In building brands today, many people start businesses or jump on trends, trying to compete. However, not everyone makes it through, because they cannot justify their inclusion. Many fall off because they cannot stay relevant or demonstrate why they should be part of that business or trend.
As brands and businesses, we must justify our inclusion at every stage and level of career and brand growth. At the same time, the initial entry might be easy and open to many, but what happens next matters. You need to prove why you are the go-to person, why you should be the one recommended, and why you should be the one referred for opportunities. Even when you’re referred for a business opportunity, you still need to justify why you’re the right person to handle it.
3 Reasons to Justify Your Inclusion in Any Field to Grow Your Brand
Let’s look at the three key reasons why you must justify your inclusion in any field if you want to grow your brand or business.
- We Live in a Competitive World
The world is highly competitive, whether in terms of pricing, quality, or reputation. Everything is competitive. At every point, you need to justify why you are part of the field. Just because you’ve been a go-to person in the past doesn’t mean you can stop proving your worth. Remember, competition can be spoken or unspoken, and your next competitor is just a click or call away. To stand out, you need to stay top of mind at all times.
- Prove Your Competence
In any field, your competence will ultimately justify your inclusion. It’s not enough to simply be in the game—you must constantly build your expertise and strength. Competence is what makes you the go-to person, the one who is recommended, referred, and sought after. Remember, being competent isn’t a one-time event.
The fact that you’re at the entry stage doesn’t mean you can stay there. Many professional fields require periodic assessments or re-certifications to ensure that you’re still qualified. These systems are in place to make sure you stay refreshed, knowledgeable, and relevant. Continuously grow and upgrade yourself to maintain your competence.
- Be Calculative and Strategic
Finally, to justify your inclusion, you need to be calculative and strategic. This means examining the system, staying informed, and understanding what it takes to move to the next level. Be intentional about your decisions and growth as a brand or business. To stay relevant, you need to be aware of the trends and make strategic moves that will help you grow and sustain your position in your field.
So these are the three key points you need to remind yourself of as you justify your inclusion in a competitive world: maintain your competence, be strategic, and always prove your worth. May this serve as an inspiration to all of us as brands and businesses. Every day, we must justify our inclusion—not just for being part of a brand, but for contributing to its growth and success.
Now it’s your turn, to make the most of this, and let me know how this has helped you.
Let me hear from you regarding your branding and book publishing needs.
Bernard is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books.To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: +233244961121
